I feel an increasing sense of urgency about the state of our planet. Thank goodness I’m not alone.

A lot of people my age and older realize things have to change, and fast. Many of us have invested much of our lives in trying to turn the tide; yet there is so much more to do.

I guess it really hit me last summer when I turned 50 and again last month when the eminent environmentalist, David Suzuki, turned 75.

The good thing is that informed people of all ages feel this same urgency. It’s not a function of age. It’s a function of time. The clock is ticking. As Suzuki says, we need a new life story. We need to find better ways to live within our social and environmental means on this planet.

But there is hope. Here are four business case reasons why the conditions are right to accelerate behaviour change in business.

1. There is a business case!

It’s taken a while, but finally there is a compelling business case for sustainability for virtually every industry and sector. Every year more and more CEOs agree that Corporate Social Responsibility (CSR) creates shareholder value. I confirmed this in research I conducted for Credit Union Central of Canada, when I developed a guide to the CSR business case for Canadian credit unions. Although written for a credit union audience, this guide is useful to anyone – including your business or organization. It’s packed full of the latest statistics and business case arguments to help you develop a CSR or sustainability strategy.

2. CEOs know that sustainability creates value for business.

At a macro or global level, most CEOs now “get” sustainability. According to a 2010 UN Global Compact Accenture study, more than 96% of CEOs believe that sustainability issues should be fully integrated into the strategy and operations of a company. That’s up from 72% in 2007. Why? Because now they can see the value of CSR to their bottom line. Top benefits include enhanced brand and reputation and improved employee recruitment and retention. A McKinsey & Company study from 2008 reports that many CFOs and investment professionals believe CSR factors create value for their shareholders. If your CEO needs a nudge, the guide to the CSR business case is a good primer.

3. Sustainability-savvy companies can outperform their peers.

Again from a macro perspective, a number of indices and quantitative analyses show that sustainability-oriented companies can outperform their peers in up and down markets. One of my favorites is that of Innovest Strategic Value Advisors. It concludes that the “Global 100 Most Sustainable Corporations” index achieved a total return of 23.67% and outperformed its benchmark (the MSCI All Country World Index) by 334 basis points per annum from 2005 to 2010.

4. Sustainability helps maintain and build business.

At the micro or firm level, it’s now clear that sustainable business practices can help attract and retain customers; build and maintain competitive advantage; improve employee satisfaction, engagement and productivity; and foster innovation. In addition to enhanced brand and reputation, top-line benefits for firms also include social license to operate and increased access to capital. Bottom-line benefits include opportunities for operational efficiencies and increased productivity.

The Important Thing Is…

Get started! Find ways to make your business or organization more sustainable. Time and tide wait for no one.

Coro’s Blog Topics


Published June 26, 2017

Universities: Show us what you’ve got!

We live in a volatile, uncertain and complex world. With threats of climate change, rising income inequality, social unrest, resource scarcity…

Published June 19, 2017

Vancity – a Force For Good

Vancity, Canada’s largest community credit union, has achieved the title of Canada’s Best Corporate Citizen for the second year in a row.

Published June 6, 2017

Accelerating Sustainability Visions for the Future

If you haven’t updated your sustainability or corporate social responsibility approach in the last few years, you are putting your company at risk.

Published April 28, 2017

Progressing Past the CSR Plateau

Corporate social responsibility is stuck. When it emerged on the scene 20 years ago, businesses and other stakeholders had high expectations for what a focus on CSR could deliver. But the reality is that neither business nor society are on track to enable nine billion people to live well within the boundaries of the planet by 2050 – let alone 2030.

Published March 10, 2017

Sea Change Ahead: Upgrade Your Sustainability Vision Story

If your sustainability strategy is three or more years old, time to chart a new course with a refreshed, ambitious Sustainability Vision.


Wake up – the state of the planet is just as urgent as you think!

I feel an increasing sense of urgency about the state of our planet. Thank goodness I’m not alone. A lot of people my age and older realize things have to change, and fast. Many of us have invested much of our lives in trying to turn the tide; yet there is so much more to do.

Catalyzing the Power of the Collective to Fuel Sustainability

Here’s an idea. I have a lot of confidence in the power of one, the power that each of us has to expand to the limits of our potential and make a difference in the world.

Why sustainability accounting systems are like daffodils

Apologies to those of you buried in snow – here in Vancouver, I see the first signs of spring. As I watch tender green daffodil shoots push up through the cold earth, I am reminded of how difficult it can be to break ground and how important it is to nurture emerging ideas.
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